Gen Z’s Monthlong Abstinence Curiosity Reveals Indicators of Decline, Says IWSR

Monthlong alcohol-abstinence campaigns are shedding momentum amongst Australia’s Gen Z authorized ingesting age (LDA+) customers, in accordance with new findings from IWSR’s newest Bevtrac survey.

In Australia, the share of Gen Z LDA+ drinkers who mentioned that they had abstained from alcohol for a month or longer up to now six months fell sharply, dropping from 39 per cent to 24 per cent.

An analogous pattern was noticed within the UK, the place the proportion of Gen Z LDA+ drinkers reporting monthlong abstinence declined from 33 per cent in autumn 2024 to 24 per cent in autumn 2025.

Salvatore Margiotta, Proprietor of Sydney’s Carlingford Cellar Door agreed with the info, including that in-store he’s noticing an total pattern in the direction of moderation past month lengthy spells of abstinence.

“We do see a definite drop in gross sales throughout January, Dry July and October however we see this throughout all segments, not simply youthful drinkers. There does look like a shift away from these particular intervals of abstinence, in the direction of an total discount in ingesting amongst youthful customers,” he mentioned.

“Primarily based on gross sales in our store, youthful drinkers appear to drink significantly lower than youthful drinkers up to now, but in addition lower than center aged and older drinkers devour as we speak. There additionally appears to be a disappearing center by way of alcoholic power, with some youthful customers in search of decrease ABV choices and others in search of greater ABV drinks.”

Jonathan Boadle, Basic Supervisor at Melbourne’s Casa De Vino mentioned he’s noticing fewer month-long no alcohol intervals amongst Gen Z and Millennial prospects, seemingly reflecting decrease total consumption.

“This era tends to drink extra mindfully year-round and make extra health-conscious decisions so there’s much less must ‘reset’ with a full month off,” he mentioned.

“On the identical time, we’re seeing a powerful shift towards experiential ingesting throughout all demographics, and particularly for Gen Z. Their calendars are filled with music festivals, sporting occasions, social events, so ingesting is extra usually tied to moments and experiences somewhat than routine at-home consumption.”

Youthful generations flip to moderation

IWSR President and Managing Director Marten Lodewijks mentioned: “Moderation continues to be an necessary pattern throughout all the beverage alcohol trade, however performative abstinence intervals are much less of the driving drive they as soon as have been. As an alternative, customers average by ingesting much less usually and, once they do drink, they have an inclination to drink much less. This is partly pushed by shifting attitudes and social tendencies, however it’s clear that declining disposable revenue can be a key issue.”

Boadle affirmed that cost-of-living challenges are significantly affecting what youthful buyers are reaching for in-store.

“We’re seeing two patterns. Some buyers are ingesting roughly the identical quantity however buying and selling down in worth level. Others are ingesting much less total, however are selecting higher high quality once they do buy.

“The ‘drink much less, drink higher’ behaviour is most noticeable amongst late Millennials and Gen Z, notably in wine. Broadly, cost-of-living stress is impacting most demographics, however the larger change is the place folks sit on the worth ladder somewhat than whether or not they purchase alcohol in any respect. For instance, prospects who would possibly beforehand splurge on a $250–$350 spirit at the moment are extra seemingly to decide on within the $150–$250 vary, nonetheless premium, however extra thought of,” he mentioned.

The IWSR information additionally revealed that after important will increase over the previous two years, the Gen Z LDA+ ingesting charge has stabilised and is progressively converging with the ingesting charge of the final inhabitants.

In mid-2025, 74 per cent of Gen Z LDA+ respondents reported ingesting within the final six months, considerably greater than in early 2023, when solely 66 per cent reported ingesting up to now six months.

Consequently, Margiotta suggests in 2026 format tendencies will seemingly mirror secure participation from Gen Z drinkers.

“We’ve seen elevated curiosity in single serve wines, development in six-pack gross sales on the expense of case beer and small format spirits. We’re additionally seeing elevated curiosity in good worth, different selection wines with prospects in search of to shift class somewhat than merely buying and selling down,” he mentioned. 

Whereas Boadle expects premium merchandise backed by discovery and expertise will proceed to develop.

“Premium Tequila has been a standout development story over the previous few years, and the whole lot we’re seeing suggests it’s going to proceed to construct into 2026. Alongside that, there’s early momentum in prospects experimenting with much less ‘mainstream’ spirit classes like rum, Cognac, Armagnac, and calvados.

“Individuals need bottles that really feel attention-grabbing to deliver to a gathering, or merchandise that help tasting moments the place they’re studying one thing – not simply ingesting for ingesting’s sake.”

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